Magic Brand Moments - IA Konferenz Berlin 2014

berlin amsterdam san francisco stuttgart

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Magic Brand Moments 24. Mai 2014

magic brand moments

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Good morning!

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© 2014 by Edenspiekermann | Claudia Burger

I am Pia.

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A saturday morning discourse about magic brand moments. !

or Does too much user focus kill brand magic?

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Who is Edenspiekermann?

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We are around 100 people from over 15 nations

We are thinkers, designers, coders, concept developers, consultants, illustrators, copywriters, visualizers and makers.

We are communicators with offices in Amsterdam, Berlin, Stuttgart and San Francisco

© 2014 by Edenspiekermann

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our competences

Designers today – Identity-crises??

Design Content Tech

User Research

and Innovation

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We create strong brand experiences

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© 2014 by Edenspiekermann

apps

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campaigns11edenspiekermann_

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brand development

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design research and service designedenspiekermann_

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What makes a brand magic? We asked some friends…

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„Fühlen Sie doch mal!”

© 2014 by www.bally.com © 2014 by Edenspiekermann | Claudia Burger

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„Ich hätte den Mann am liebsten umarmen können, als er mir den Einkauf nach Hause brachte!“

© 2014 by Edenspiekermann | Claudia Burger © 2014 by www.rewe-group.com

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„Es war ein so angenehmes, schönes Gefühl! Alles hat gepasst.“

© 2014 by Edenspiekermann | Claudia Burger © 2014 by www.jilsander.com

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„Es gibt genau zwei Cafés in Berlin, die wissen, was ich möchte, ohne dass ich was bestellen muss – das ist magisch!“

© 2014 by Edenspiekermann | Claudia Burger © 2014 by http://img.wallpaperstock.net:81

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NO!yes??Can you plan and design a magic brand moment?

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“Spotify! These tiny things are really really magic for me!”

© 2014 fig. left: by Edenspiekermann / fig. right: by http://press.spotify.com, https://farm8.staticflickr.com/7194/13743289243_44000ca34c_o.jpg

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“In digital products it is so easy to create the moment. Every little interaction can be tweaked. Every time I change a track, the brand is being reinforced.My feeling: The magic moments are in the use.“

“The user would never say – I want a little sound every time I change the track.“

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“The user would never say – I want a little sound every time I change the track.”

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are we overdoing it?

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My needs…I want…

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brand experience

we don’t want this to happen.

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We need creativity!

BRAND EXPERIENCE

brands need to be magic!

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Design Content TechUser Research

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DesignUser Research Content Tech

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Content TechUser Research Design

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+Hirn Herz

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design is all about culture…33

Fontshop – experience the passion for type…

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– 4 weeks of preparation – 11 sprints until first beta launch – now releasing after every sprint – 14th sprint right now – team size: ~7 people

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ZEITmagazin ONLINE – an editorial long-read

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collaboration between editors, developers, marketers and designers

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ZEIT

mag

azin

ON

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a tiny chocolate experience

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increasing number of passengers during peak hours

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changing environment due to construction

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Black Pencil

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We are all designers

#1

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The creative potential is everywhere.

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Diminish hierarchies

#2

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Creativity needs an open culture to thrive.

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Freedom over process

#3

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Tech

Design

Content Creative vacuum

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Genuine curiosity

#4

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!!1. We don’t do decent work. Decent is not enough; it needs to be outstanding. !2. We use the appropriate methods and tools, in particular our head. !3. We need inspiration to inspire. Experience, success and failure are made to share. !4. We are unconventional. Sometimes a detour is the fastest way to the goal. !

!!5. We are open-minded and respectful. Working together doesn’t always mean agreement. !6. We occasionally say no. Saying yes is easy, but often just convenient. !7. We encourage courage. This can lead to mistakes; making mistakes is fine. !8. We are constantly striving to improve. Everyone’s input is valid.

internal manifesto

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Slide 17: http://www.bally.com/item/store/BALLY/tskay/868A0A78/rr/1/cod10/45220246AU/areaid//sts/ !Slide 18: http://www.rewe-group.com/typo3temp/pics/29ee9d63ae.jpg !Slide 19: http://www.jilsander.com !Slide 20: http://img.wallpaperstock.net:81/espresso-schwarz-wallpapers_32589_1920x1200.jpg !Slide 22: http://www.katvaldez.com/2014/04/spotify-has-finally-launched-in.html

external sources

berlin amsterdam san francisco stuttgart

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Danke.

Pia Betton, Partner T +49 151 419 205 80 !p.betton@de.edenspiekermann.com www.edenspiekermann.com